Finding clothes that fit well is essential to both good looks and ease of movement. Clothes that have a good fit are flattering and makes the user feel confident. On top of that, wearing apparel that fits correctly is more pleasant since it allows for a greater range of motion and lessens discomfort. Also, when you're dressed right, you feel great in your skin, which may do wonders for your self-esteem. Therefore, one should put in the effort to discover clothes that fit well and buy clothes that go well with one's physique and sense of style. Chaitra Sriramineni, realizing the value of a well-fitting wardrobe, launched the clothing label Chaitra's Epitome to provide clients with classy, well-made pieces at reasonable costs.

In 2019, Chaitra launched her business intending to meet the increasing need for elegancy, suitable, and traditionally inspired designs. Below is an excerpt of Chaitra’s exclusive conversation with Women Entrepreneur magazine.

What motivated you to establish Chaitra’s Epitome? Tell us about the underlying idea behind the venture and some of its most unique features.

The inability to find the right fit in clothing companies motivated me to start my brand. I began making my clothing over time. Then, when my friends and family realized how well my outfits fit and how well I could blend colors & designs, they began asking me to make their clothes as well. Then people began purchasing my outfits, and I became curious about the possibility of profiting from that endeavor, and thus Chaitra’s Epitome was launched.

Our customers are certain that we take precise measurements and draw inspiration mostly from South Indian culture in all of our apparel creations. And we think it's important to provide a great service at an affordable rate, without sacrificing quality or comfort.

"The inability to find the right fit in clothing companies motivated me to start my brand"

What are the different responsibilities you shoulder as the Managing Director of the company?

Every consumer has unique preferences and needs. Capturing their needs matters. I excel in it. I teach my team to provide the exact finishing that each client specifies. The inability to easily accommodate weight gain or loss is the most common complaint from buyers. Therefore, I ensure that our clothes are readily modifiable and train our tailors to do the same. Furthermore, akin to doing market research, we include the opinions of our clients in our design process by asking for their opinions on new styles and fabrics. I'm happy that we have Zero Attrition. We've never had a client return an item of clothing since we can meet the specific requirements of each buyer.

Throw some light on the most critical business challenges you face as an entrepreneur in the Indian textile and clothing industry.

One of the main challenges we confront is keeping up with the ever-shifting fashion trends. Following up with the latest trends might be difficult since as soon as we come up with a design, the following day the trends shift and another outfit is in the spotlight. Another key concern is that competitors may steal our ideas, make inferior modifications, and then offer the copied products at a lower price. As an online store, we've run across the problem of imitators. When customers see our designs replicated by other merchants on other platforms, they often mistake them for our own and unknowingly fall victim to a sort of online scam.

In your opinion, what are some of the most significant milestones that you have achieved throughout your professional journey? What has been your mantra for success?

When I first started, I would sell twenty or thirty outfits in a month, and maybe one or two buyers would give us photos to upload on our webpage. As of late, I've been able to sell 20 clothes every day. As a bonus, I've been receiving high-quality client photographs, which they insist we share. I went from having no customer photos and feeling unpleasant about customer engagement to receiving dozens of photos a day to use on our website and Instagram. This is a big win for me personally since it means my business has grown from serving a little niche to serving a far wider audience. Moreover, I launched the firm with a single person three years ago, and we've since grown to a team of twenty. Even so, monthly expansion is planned, and we now have 100+ designs ready to be displayed to new customers. Best quality & best fit at lowest cost possible is my success mantra.

Who is Your Role Model? Who do You aspire to be?

My father, Sriramineni Chandra Prakash, who excels at everything he does. He inspires me to give my 100 percent in whatever I do and aspires for me to reach great heights.

Chaitra Sriramineni, Managing Director, Chaitra’s Epitome

Chaitra Sriramineni obtained her Bachelor of Engineering at Panimalar Institute of Technology and her Masters in Business Administration at Dayanand Sagar Institutions. She started her career in the real estate market before shifting to the clothing industry and assuming the position of an entrepreneur by founding Chaitra's Epitome.